Steven Bartlett's Costly Dragons' Den Miss: The £40 Million Regret
Steven Bartlett, the prominent entrepreneur and investor on BBC's Dragons' Den, has publicly disclosed his most significant regret from the show: passing on an investment opportunity that has since skyrocketed in value. The business in question, the natural deodorant brand Fussy, is now valued at an impressive £40 million and is projected to double that figure within the next twelve months. This revelation comes despite the founders initially seeking just £50,000 during their pitch on the programme.
The Fateful Pitch That Got Away
Eddie Fisher and Matt Kennedy appeared on the 19th series of Dragons' Den in February 2022, presenting their innovative natural deodorant company to the panel of investors. They requested £50,000 in exchange for a mere 1% equity stake in Fussy, demonstrating remarkable confidence in their venture's potential. While the pitch successfully impressed fellow Dragons Deborah Meaden and Peter Jones—who ultimately secured a deal for £50,000 at a 5% stake—Bartlett hesitated and declined to invest.
Reflecting on that decision in an interview with Metro, Bartlett confessed, "I was sat in the chair, and I could see the regret. Sometimes you have that moment where you go, 'I think I might regret this one', but for whatever reason you choose not to [invest] and that was Fussy." He elaborated that immediately after returning to the green room, he realised his mistake, thinking, "Jesus I should have done this," and acknowledged that the business has since "absolutely done brilliantly."
Fussy's Meteoric Rise to Success
Since its appearance on Dragons' Den, Fussy has transformed into a highly successful brand within the competitive personal care market. The company boasts an impressive 195,000 followers on Instagram and its products are now widely available in numerous shops and supermarkets across the United Kingdom. Remarkably, following the broadcast of their episode, Fussy sold over 20,000 deodorants and has maintained strong popularity four years later.
Eddie Fisher revealed the scale of their growth in a conversation with Metro last year, stating, "To give you an idea of the journey we've gone on, in the last three years we've gone from 0 to £20,000,000 in revenue this year, and a valuation of around £40,000,000." The brand is celebrated for being natural and effective, environmentally friendly, and offering appealing scents—qualities that have clearly resonated with consumers.
Interestingly, Bartlett admitted that he "begrudgingly" uses the product himself, as he is genuinely a fan of its quality, adding a personal layer to his professional regret.
Another Dragons' Den Success Story: The Secret Garden Glamping
This revelation about Fussy coincides with another remarkable success story emerging from Dragons' Den. Derry Green, founder of The Secret Garden Glamping company, recently disclosed that his luxury camping business generated an additional £500,000 in bookings within just over two weeks after his episode aired in January 2024.
Green received investment offers from four Dragons—Peter Jones, Deborah Meaden, Sara Davies, and Touker Suleyman—each proposing the full £100,000 asking price for a 5% stake. He ultimately accepted Meaden's offer and has since experienced transformative growth. Green told Business Cloud, "Our episode aired on January 16 and by February 1 we had generated an additional £500,000 in bookings. The exposure introduced The Secret Garden Glamping to a national audience overnight and website traffic, enquiries and bookings all surged."
He emphasised that the impact was not short-lived, with demand remaining consistently strong over the subsequent two years, significantly accelerating the brand's expansion. What began as a lockdown project has evolved into a viral sensation with a substantial waiting list for bookings.
Expert Advice for Future Dragons' Den Hopefuls
Drawing from his experience, Green offered valuable advice for entrepreneurs aspiring to pitch on Dragons' Den. He cautioned against over-rehearsed presentations, noting, "The Dragons see hundreds of pitches, so they can quickly tell when something is over-rehearsed." He recommended that founders clearly articulate the problem their business solves, what sets them apart, and precisely what they are seeking from investors.
"Be clear about what problem your business solves, why you're different and what you're asking for," Green advised. "It also helps to have a tight pitch that explains the opportunity in simple terms. Investors respect founders who understand the risks as well as the potential."
These insights underscore the high-stakes nature of Dragons' Den, where a single decision can lead to missed opportunities worth tens of millions, as Steven Bartlett's experience with Fussy vividly illustrates. The show continues to serve as a powerful platform for emerging businesses, capable of catapulting brands to national prominence and substantial financial success.
